Abbott’s new campaign tells real stories of people living healthier, fuller lives

Sharing real stories that inspire, motivate and encourage makes a difference in many people's lives. It has often raised the bar on what is possible. Telling stories of real people benefiting from medical innovations and leading full lives is also a bit of a tradition at Abbott for over 125 years. Abbott's new campaign, launched in the U.S., India and other key markets, brings its story-telling tradition to the forefront, capturing stories of real people who overcome health challenges, push past what’s possible and live the fullest, best lives they can. It captures the essence of Abbott’s relationship with the people they serve and their products across the spectrum of their lives.

Talking about the campaign, Joshua Mathew Grace, Regional Marketing Officer, India & South East Asia, Abbott said, “Abbott believes in helping people live their best lives possible through the power of health. And we deliver on this through the range of breakthrough health products we create every day – from keeping your heart healthy, to nourishing your body, to bringing you the information and medicines you need to manage your health.” Explaining the rationale further, he added, “Our latest campaign demonstrates our purpose through real stories of everyday people proving they can still live a full life, whilst overcoming their own personal health challenges. In so doing the activity demonstrates our areas of expertise and bridges the gap between WHY we exist and WHAT we make.”

Following the memorable ‘Granny’ campaign (link to Granny TVC), the new campaign, called the ‘Race of Possible’ uses real-life stories which convey that wherever one is in life’s journey, Abbott’s breakthrough products help one live healthier, fuller lives.  

The new Television Commercial TVC (https://www.lifetothefullest.abbott/en/india-at-work.html) creatively captures the essence of Abbott’s relationship with the people they serve and their products across the spectrum of their lives. For the first time in India, actual users of Abbott products have participated in the campaign, telling real stories of how they follow their hearts and embrace life - running marathons, rafting through rapids and paragliding, beating illness and disease. 

Apart from the 360-degree amplification, this campaign adopts an integrated approach to story-telling, by recording stories of real people, as they live a full life. The radio spots you hear are live recordings of first-person narratives. And for those who only believe what they see, the digital element of the campaign also has videos capturing these very real adventures.

Link: https://www.lifetothefullest.abbott/en/india-at-work.html

This campaign is the next step in a series of efforts to get the message out about how people can live their best life through the power of health.  Apart from inspiring countless individuals to live life fully, this campaign also renews the purpose and commitment of Abbott employees across the world.

Speaking about the creative ideation behind the campaign, Subhash Kamath, Managing Partner & CEO, BBH India said, "Life. To the fullest' is a universal idea and an inspirational one. To localise this idea on radio, we wanted to make it more personal by using real people recording it while pursuing their passions. We wanted to take full advantage of this medium by exploiting the real power of sound. Recording the spots live was a very ambitious task, but in the end, it came out brilliantly, thanks to experts like Resul and Bejoy and our wonderful team at Blacksheep Live." 

Russell Barrett, CCO & Managing Partner, BBH India added here, "We've all done thousands of radio spots before, generally, in a studio, with trained voices acting out a situation. In this case our studios were Goa, Bir and Ladakh and our voices were real patients who were really white water rafting, paragliding off a cliff and running a marathon in the Himalayas. Establishing the authenticity of what we were doing was incredibly important and working with Resul on this project has been a masterclass in audio craft. His approach to the reality of the experience, his commitment to excellence and his technical inputs have been inspiring. And then Bejoy did a tremendous job of capturing this reality, in a cinematically exciting way. It could very easily have been a very scrappy making of video and while these are technically still making of in nature, they are cinematically a joy to watch."